This document discusses how to transform Google Analytics into a fully functional marketing platform. It addresses issues with Google Analytics goals such as them being messy and having no easy way to segment metrics. It then provides solutions to these issues such as using goal groups to map related goals, creating calculated metrics to get clean conversion numbers, and setting up content groups to aggregate metrics for related content. It also discusses how to track social shares and create dashboards for quick reporting using these techniques.

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Transform GA Into a Fully Functional Marketing Platform
Google
Analytics
Hacks5

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of executives don’t believe that marketers
are focused enough on results to truly
drive incremental customer demand
78%

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 Messy
The Issue with Google Analytics Goals

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 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
The Issue with Google Analytics Goals

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 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
 No easy way to segment out and
present goal metrics
The Issue with Google Analytics Goals

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 Messy
 Mix of Micro and Macro
Goals
 “All Goals” isn’t a clean conversion
metric
 No easy way to segment out and
present goal metrics
 Ugly Reporting
The Issue with Google Analytics Goals

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The Good News

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Creating data-driven marketing
campaigns doesn’t require a data
science degree

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Monthly reports don’t have to take
hours to compile

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And You Can Do It All for Free
in Google Analytics

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Sold? Let’s get started

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1. Goal Groups

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 Every Google Analytics Goal
is automatically placed in a
group
bit.ly/2qqSb8O

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 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed later
bit.ly/2qqSb8O

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 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed later
 Map Related Goals to the
Same Group
bit.ly/2qqSb8O

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 Every Google Analytics Goal
is automatically placed in a
group
 This group cannot be changed later
 Map Related Goals to the
Same Group
bit.ly/2qqSb8O

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 Macro Conversions
 Purchase
 Free Trial
 Contact Sales Team
bit.ly/2qqSb8O

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 Macro Conversions
 Content Download
 Webinar Sign-Up
 Event Sign-Up
bit.ly/2qqSb8O

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 Micro Conversions
 PDF Downloads
 Watch Video
 Pricing Page
 Social Shares
bit.ly/2qqSb8O

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Help! My Goals are Already Set Up…

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2. Calculated Metrics

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 Descriptive Name
 Formatting Type
 Formula: Goal X Completions
+ Goal X Completions
Calculated Metrics

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 Descriptive Name
 Integer
 Formula: Goal X Completions
+ Goal X Completions
Calculated Metrics: Conversion Total

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 Descriptive Name
 Percent
 Formula: (Goal X
Completions + Goal X
Completions)/Sessions
Calculated Metrics: Conversion Percentage

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 Group by Traffic Source
 Add Custom Metrics
Create a Widget in a Dashboard

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3. Content Groups

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A content group is a collection of
content that would naturally be
grouped together

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 Creates a new dimension in
Google Analytics
Content Groups

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 Creates a new dimension in
Google Analytics
 Quickly pull aggregate
metrics for related groups
of content
Content Groups

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 Creates a new dimension in
Google Analytics
 Quickly pull aggregate
metrics for related groups
of content
 Measure impact of overall
campaigns
Content Groups

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69

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70

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 Create up to 5 “content
groupings” per view
 Create content groups within each
grouping
Content Groups

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Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tracking Code
 Extraction
 Rule Definitions

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Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tracking Code
 Extraction
 Rule Definitions

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Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tracking Code
 Extraction
 Rule Definitions

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Setup
 Under “Admin” Select Content
Grouping
 New Content Grouping
 Configure the groups
 Tracking Code
 Extraction
 Rule Definitions

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Notes
 Rules are applied in the order
specified
 Content groups do not apply to
historical data
 Any given page can only belong to
one content group

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Reporting
1. Reports are located under the “All
Pages” or “Landing Pages” Reports
2. Change the Primary Dimension to
“Content Grouping”
3. Select Desired Content Group

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Campaign-Based Reporting

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4. socialTracker

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There are many ways to track social shares…

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 Automatically measure social
shares and likes with a single
piece of code
socialWidgetTracker

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 Automatically measure
social shares and likes with a
single piece of code
 Requires the official
Facebook and Twitter
buttons
socialWidgetTracker

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 Part of Autotrack
 Adapt Google Analytics
tracking code to include
AutoTrack
 Adapt code to include only
socialWidgetTracker
 Replace autotrack with
socialWidgetTracker after ’require’
socialWidgetTracker
https://github.com/googleanalytics/autotrack

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 Track Clicks on Outbound Links
 Track Responsive Design
 Track Dynamically Loaded Content
Autotrack

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Acquisition>Social>Plugins
Group by Social Network or URL
Social Report

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5. Dashboards

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 Custom Charts with
Customized
Dimensions/Metrics
Dashboards

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 Custom charts with
customized
Dimensions/Metrics
 Quickly pull a PDF report or
screen shots for monthly
reports
Dashboards

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A Few Favorites…
bit.ly/2qqSb8O

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Converting Landing Pages
 Filter By Traffic Source
 Remove Irrelevant Landing Pages
A Few Favorites…
bit.ly/2qqSb8O

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Content Groups
 Combine with Custom Metrics
 Filter by Traffic Source
A Few Favorites…
bit.ly/2qqSb8O

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bit.ly/2qqSb8O

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THANK YOU!